"But I’m Just Local!"
By Guest Blogger, Mary Schmidt, Marketing Troubleshooter
Here’s the bad news. Nobody, in any type of business, is “just local.”
Here’s the good news. See the bad news.
I talk to a lot of locally-owned businesses here in Albuquerque. Some are still trying to figure out the role of their web site – and if they even need one (yes, really)…after all, they’re “just local.” So, if we start talking about things like Facebook (or Twitter…or…) the eyes glaze, the lip curls, and the arms get crossed. That “social media/social web” stuff? Why would I want to spend time on that? I’m a business person!
Remember that bad news up there? Here’s the thing: NOBODY is “just local” these days. I don’t remember the last time I used a phone book (and – ask around – I’d bet your grandma, old auntie…and 12-year-old nephew all “google” people, ideas, and shopping choices.) And, if a business isn’t online, I wonder if they’re serious about staying in business. (Why would I want to take a chance they won’t be around in six months when I need service or have a question…or want to buy more?)
So, here’s why “just local” (and “no-tech”) businesses need to get with the online program.
Google searches automatically list local choices when you search on a term. If I’m lazy or rushed for time, I’ll click on one of those first, for everything from plumbers to haircuts. And, who isn’t rushed these days? Why would we want to scroll down and on for more results?
“Instant messaging” has grown up. People are now “tweeting” as it happens about the product they’re using, the service they’re getting, and their recommendations/warnings about such. If you sell and service a product, you’d better be paying attention. For example, the regional VP of Comcast here in Albuquerque passes out his Twitter info to one and all…and has resolved several customer issues quickly, thanks to that. (You do, however, have to be sincere and actually responsive. Faux concern, regardless of the communications technology used, does more harm than good.)
Still thinking you’re “just local?” Then think about this (from the NYT article): “Charles H. Matthews, president of the International Council for Small
Business, said the key was to view the sites as tools, not toys. ‘It
can certainly help enhance the process of identifying customers,
especially in niche markets,’ he told The Times.”
and…
“Mr. King of Sage North America estimates that small businesses have a
12-month window to figure out online social networking. ‘I hate to say
it, but if they don’t, they’ll get left in the dust,’ he said. ‘It’s
here to stay.’”
Got your interest? Go read the (short) article for some examples of how companies are benefiting from online networking.
P.S. No, you don’t have to do everything (blogging, Facebook, MySpace, Linkedin, Twitter, YouTube, etc.). Whew! Online networking is like offline networking. You need to focus on your target audience and do what works for them – and you. To be successful, you need a plan and you need to implement that plan (Yeah, I know – bor-ring!) But, simply tweeting your brains out all day long won’t get you much (I really don’t care what you had for breakfast…;-) Bombarding your “friends” with your “wisdom” all day isn’t a good idea either (as my Mama said, “Just because you can – doesn’t mean you should.”) I’ve gotten to where I scroll right past whole chunks of FB status updates, since I know the poster is going on and on and on…AGAIN. (You can link your Tweets to your Facebook…yikes.)
Now, I’m got to do the tiny URL thing and post this on Facebook…Happy Friday!
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